Colin Seke opened L’Artisteria Pizza in Miami last November with a sales goal of $3 million a year. Key to his plan: Making pies that will wow the Instagram crowd.

And if a decadent pizza called the Rich Kid doesn’t do the trick, we don’t know what will.

The Rich Kid was designed for maximum media buzz. It’s smothered in truffle cream and topped with black truffle shavings and, true to its name, 24-karat gold flakes, plus fior di latte, mushrooms, EVOO and roasted hazelnuts. When you order it, be ready to shell out 100 bucks, and Seke himself will bring it to your table.

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As a kid growing up in his native Germany, Seke started out making pizzas with his mom for fun and came to see it as an art form. At 16 years old, he started selling pies out of his home for five euros

Of course, five euros—or around $5.50—per pie won’t fly in a posh city like Miami. “If you want to be profitable in the restaurant business, you have to make at least $8,000-$10,000 a day, or $3 million a year, because you’ve got to pay rent, you have food costs, payroll,” he told an interviewer in a recent Instagram reel. “Obviously, I’m not gonna make a single dollar (unless I) make at least $6,000 a day.”

For the record, that reel has garnered 68,773 plays and 818 likes on Instagram since it was posted on October 29, 2023, shortly after L’Artisteria’s opening that same month.

This photo shows the Rich Kid pizza featuring shaved truffles, a truffle cream and 24-karat gold flakes among other ingredients.

The Rich Kid (L’Artisteria / Instagram)

With restaurant growth expert Andreas Moser, Seke opened L’Artisteria last fall. “Since moving here, I’ve learned everything is about Instagram, and it’s all about promoting things the right way,” he told the Miami New Times. “So, here we are.”

The Rich Kid is based on another fan favorite, the Oh, My Truffle, “but, of course, with a lot more truffle and all the gold,” Seke said. “Yes, it is delicious and very full of truffle.”

Also on the menu: The Honey Calabrese (San Marzano sauce, fior di latte, spicy salami, caramelized onions, hot sriracha honey and basil) and the Manhattan (Parmesan cream, fior di latte, pastrami, caramelized onions, basil and EVOO). Another featured pizza comes with red sauce, fresh tuna, arugula, capers, Parmesan, lemons and EVOO. Premium wines are also offered, plus desserts like chocolate lava cake, tiramisu and the Sweetheart (dulce de leche, M&Ms, banana slices, raspberries, strawberries and powdered sugar).

The Oh My Truffle pizza sells for $27, while the Honey Calabrese is priced at $23, and the Manhattan goes for $25.

Seke works with a 48-hour fermented dough and an oven that fires up pies in just 90 seconds at 900°.